Episode 63
Ross Simmonds Reveals the Future of AI in Marketing
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In this week's episode, Justin Simon and Ross Simmonds tackle AI marketing dilemma head-on. They dive into the power of AI in content creation and distribution, laser-focusing on the tools and specific prompts that can multiply your efforts without sacrificing quality.
Ross also lifts the curtain on the vital human element that guides the AI process, ensuring that the content doesn't just exist – it excites, it engages, it executes. It’s about striking that sweet spot between AI efficiency and human ingenuity. So, if you're spinning your wheels trying to figure out how to use AI in your marketing, this episode is for you.
In this episode, you'll learn:
- How AI can boost content creation efficiency
- Why human oversight is vital in AI-generated content
- Ways to refine AI content prompts
- The impact of AI on marketing careers
- Strategies for repurposing content effectively
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Transcript
Hey, everybody. Before we get started, I want to thank my friends at Hatch for
Speaker:producing this episode. You can get unlimited podcast editing and
Speaker:strategy for one flat rate by visiting Hatch
Speaker:FM. All right, let's get in the show.
Speaker:Welcome to distribution first, the show where we flip content marketing on its head
Speaker:and focus on what happens after you hit publish. Each week, I
Speaker:share playbooks, motivations, stories, and strategies to help you repurpose and
Speaker:distribute your content because you deserve to get the most out of everything you
Speaker:create.
Speaker:Hey, everybody. Welcome to this week's episode of distribution. First, could not
Speaker:be more excited to have Ross Simmons back on the show. Anytime I get to
Speaker:chat with Ross, even pre call, I'm like, man, I'm just, I'm loving
Speaker:this. I'm feeling inspired and happy. So, Ross, man, thanks
Speaker:for coming back. Thanks for having me back. I'm excited to chat. As you
Speaker:said, the feeling is 100% mutual. I love chatting with you, love what you've done
Speaker:for the community, and continue to do with the, with the industry at large on
Speaker:the distribution front. So I'm excited to chat today. It's going to be fun. Amazing.
Speaker:Yeah. And I'm sure we will touch on some of the distribution stuff as well
Speaker:at some point. Anybody watching this is seeing a little book back there
Speaker:behind Ross that he's been talking about a little bit
Speaker:on social if you're following him. So we'll get there at some point. But I
Speaker:would. Ross has also, if you've been paying attention, really been
Speaker:shifting more into AI, how marketers can use
Speaker:AI and not be afraid of AI, but use it
Speaker:wisely. Yeah. I've noticed in the, in my
Speaker:world, I'm kind of, I was a little bit leery at first.
Speaker:Cause, like, man, is this another. Honestly, it was like, is this another clubhouse? Is
Speaker:this another, like, you know, a fad or is it? But then it just became
Speaker:too obvious for, like, this is not going away. Right. But
Speaker:I'm curious to hear from your standpoint, like, I was in the same spot.
Speaker:Yeah. Yeah. Like, when I first got a glimpse at some
Speaker:of these tools and stuff, I was very anti it. And I like to say,
Speaker:like, like, I thought, oh, this tool will never be as good as me.
Speaker:This tool will never be great. I'm not even going to give it a chance.
Speaker:And then I realized that AI for marketers is
Speaker:kind of like onions for kids when we're young.
Speaker:It's not that great because it's like, we don't want it. We don't dig it.
Speaker:We're not feeling it. But as you get older, you realize, like, onions are key.
Speaker:Like, if you throw onions into a dish, it can elevate it
Speaker:significantly. And I think AI works the same way. If you throw
Speaker:AI into the mix and you are not necessarily an expert, if you're
Speaker:not bought into the idea, you'll probably get mediocre results and then you'll
Speaker:walk away. If you don't understand prompt engineering and you get a response back
Speaker:that's mediocre, you'll walk away and you'll say that you had a bad taste
Speaker:in your mouth. But when you commit to trying it and trying it in different
Speaker:ways with different prompts, with different strategies and techniques, you start
Speaker:to realize that this technology is going to fundamentally
Speaker:change humanity for a very long time.
Speaker:And yes, there's no question you can wait on the
Speaker:sidelines and allow it to kind of evolve and change and work through all of
Speaker:the bugs. But I believe right now what
Speaker:AI is doing to our industry in the
Speaker:world is very similar to what social media did to our
Speaker:world probably 1520 years ago. And I think a lot of
Speaker:people are resistant the same way that people were resistant
Speaker:about social. And to me, this is one of the
Speaker:most exciting times to be in the digital marketing world
Speaker:because the change is happening quickly. There's no question that it can
Speaker:accelerate and improve our capabilities, our capacity, and I don't see
Speaker:why any marketer would ignore it today. Yeah,
Speaker:and I think sometimes you just need to have your eyes up. Like, the more
Speaker:I've seen for how people are using it or some of the tools that are
Speaker:being brought out and, like, the amount of speed at which I can
Speaker:get things done now compared to when I used to be able to get things
Speaker:done. I mean, the other day we were talking about the membership
Speaker:before I'm building up this membership, and I was like, oh, I need to, like,
Speaker:do an onboarding sequence. I need to do an onboarding
Speaker:video. Well, I had all this base work
Speaker:that I had created and thought of. I was then able to go into chat,
Speaker:GBT, prop my way into a full on
Speaker:onboarding email series and video
Speaker:script in an hour, hour and a half. You know,
Speaker:where, I mean, that's, that's weeks worth of work. And just
Speaker:two or three years ago. Yeah. Like, the efficiency gains are, in
Speaker:my opinion, one of the most underrated elements of AI. Like, yes, there's
Speaker:a lot of validity to the idea that AI is going to have a hard
Speaker:time replacing human creativity and being able to take lived
Speaker:experiences and combine that with an opportunity and come up with something that
Speaker:connects with culture. Those are true, real
Speaker:concerns. But here's something that people don't recognize. A lot of the things
Speaker:that we do on a day to day basis are very reputable tasks. They're tasks
Speaker:that other people have done in the past. They're tasks that other people have written
Speaker:about in the past. And they're tasks that AI can actually replicate quite well, especially
Speaker:if you give it a task to do it. Take, for example, the task that
Speaker:we all have as owners. When we're trying to brief someone on how to do
Speaker:a project, we need to delegate a task. Let's say it's video editing.
Speaker:Typically, we have our best practices around how we would like our
Speaker:videos to sound, how we would like our videos to kind of tell a story.
Speaker:We want a certain type of hook, all of those things. You can literally take
Speaker:a voice note using your phone today, explain and
Speaker:vomit all of your ideas into that voice note, upload it to
Speaker:chat GPT, and then tell chat GPT to use the audio to understand
Speaker:your concepts, your ideas, and write an SOP that you can use to
Speaker:brief a new video editor on this project. And then in
Speaker:the matter of seconds, you literally have taken two minutes to
Speaker:record, 2 seconds to upload. You hit enter, you now have
Speaker:an SOP. You can copy and paste that into a Google Doc. Maybe you read
Speaker:it or you don't. You pass that off to this video editor and you ask
Speaker:them if they have any questions, and that allows you to then fine tune and
Speaker:improve based off of their responses. That task and that
Speaker:energy would have traditionally taken probably four to 5
Speaker:hours of time for someone to create. Now it can be done in
Speaker:the matter of minutes, and you can do it at scale. So you
Speaker:can no longer just, you don't limit yourself to that video thing. You can start
Speaker:to do it for Twitter. How do we manage our Twitter account? How do we
Speaker:manage responses? You can get all of this directly out of the chat
Speaker:TPT and order these tools and inform, ultimately
Speaker:your team on your best practices. And that's where I find the most
Speaker:significant advantages come from, is by accelerating and improving
Speaker:your ability to have standardization across your, with content that is
Speaker:rooted exclusively in your own IP and your knowledge, which you have shared directly with
Speaker:the AI. Yeah, and it makes me think too. Like you said, it might take
Speaker:four to 5 hours to do that task. And I'm thinking in my brain, as
Speaker:somebody who doesn't always love perfect
Speaker:process and like that type of tax would actually take me four or five days,
Speaker:because I'd be like, start and stop, start
Speaker:and stop. Right. And, and so I think that's where those type of
Speaker:things can be. Especially for like, if you know where your weak spots are.
Speaker:Yeah. Where you can kind of fill gaps internally. I mean, that's where,
Speaker:I mean, it's, it's small things. It's everything from
Speaker:AI can create meta descriptions way smarter than you can. You know what
Speaker:I mean? Like those type of things where it's like you're saving hours
Speaker:and hours of time. Yeah, 100%. And there's plugins now
Speaker:that can go directly into Google sheets where you can have like a GPT
Speaker:prompt where you can literally just say, okay, these are the titles of all
Speaker:of our blog posts. Hey, chat GPT. Using best practices around X, Y
Speaker:and Z, I want you to write that meta description. You drag that cell and
Speaker:it's going to write those meta descriptions for every single element within that
Speaker:spreadsheet. Similarly, you can take looms that
Speaker:you record. If you record looms or videos for your team, you can take the
Speaker:transcripts and upload to chat GPT and ask chat GPT to
Speaker:turn those transcripts into a blog post or turn them into an
Speaker:internal document that breaks down how we do certain things. I've
Speaker:gotten so many resources and assets built
Speaker:directly from that process that it is ridiculous
Speaker:and it saves me a ton of time. So the team no longer has to
Speaker:rely on me to now have a conversation again. They have a central
Speaker:system with pretty much my entire brain uploaded and downloaded for them to
Speaker:consume and to use when they're trying to be informed on how to do a
Speaker:certain task. Dang, love that. Yeah, and like
Speaker:you said, that scales, because now you have it, you need to do that task
Speaker:again. It's there, you've got it. And again, you might need to adjust it a
Speaker:little bit, but. Right, and that's where the magic happens. Right? Like, I
Speaker:think one of the issues that I have with the state of the industry today
Speaker:is that a lot of people are making the mistake of assuming that AI replaces
Speaker:everyone and that they no longer need humans. That's not
Speaker:reality. Sure, some tasks are no longer needed, but I
Speaker:do believe that humans still play a pivotal role, especially in
Speaker:marketing and communication, when we are thinking about distributing
Speaker:content or creating content. Does AI play a role? Yes,
Speaker:but I don't believe that AI can manage the full spectrum of
Speaker:the content that is being created, the stories that are being told,
Speaker:or even determine whether or not an ad or a visual that it's created through
Speaker:mid journey is actually worth being amplified and promoted. I think there's still
Speaker:some human element that needs to be applied to it. So the way that we
Speaker:view AI a foundation, is that AI is more of an augmentation tool
Speaker:tool rather than a replacement tool. So when we're thinking about using
Speaker:AI to create a long form blog post or an ebook, we're not thinking about
Speaker:HTPT. Write us this ebook and then we walk away. We're ensuring
Speaker:that the same way that we would brief a writer as a human, we're
Speaker:giving as much details as possible around what we want
Speaker:this piece to cover. Then chat GPT will give us a very
Speaker:bad or mediocre draft, a draft that somebody could have probably
Speaker:written if they were fresh out of school. No shade, but like that's what you
Speaker:would get. We then take that and then we revise it, we update it, we
Speaker:improve it. We have a checklist of what we call the content elevation list, and
Speaker:then we elevate that piece to meet our standard. And then once it's meet our
Speaker:standard, then we are confident that we can share this with an editor who does
Speaker:a final review, and then it goes to the client. We do that same thinking
Speaker:and approach to content distribution efforts, to content creation efforts,
Speaker:you name it. That is where I think the biggest gap exists today.
Speaker:A lot of people are thinking, I'm going to connect chat to the back end
Speaker:of my CMS and let the words run. And then they get surprised
Speaker:when Google erases them from the Internet. No, that's what you
Speaker:get. You tried to game the system by publishing mediocre content,
Speaker:and now you get below mediocre results. You need to add the
Speaker:humans on top of the AI driven content to
Speaker:reach content excellence. And then you actually have things that are worth
Speaker:promoting and distributing. I've used this example a couple of times, I'm
Speaker:sure on the show and definitely in conversations with other marketers. But I, and I
Speaker:heard Daniel Priestley say this from Scoreapp and
Speaker:oversubscribed and all that. And he said, because score app, he built
Speaker:his tool with AI built into it, and he was describing it and he
Speaker:said, you gotta like, yes, you can build a landing page. But
Speaker:he said, it's just the cake. A bakery isn't going to go out
Speaker:and sell just a plain cake without icing. It's on
Speaker:the humans to go add the icing, to add the decoration, to
Speaker:add the stuff on top. That's going to actually make that thing desirable
Speaker:and want to be able to actually enjoy, consume and all that
Speaker:stuff, right? 100%, yeah. I think
Speaker:it's the analogy I like to also give is like, Iron
Speaker:Man, Tony Stark exists, and I know some listeners have no idea where
Speaker:I'm going with this. Might not follow any Marvel movies, but I'm a comic book
Speaker:geek, so bear with me for a second. But Tony Stark as a human has
Speaker:tons of flaws and is filled with lots of issues. If you
Speaker:poke him, he's going to feel pain. But when you put on the Iron man
Speaker:suit, he has superpowers. And I think AI is the same way. Me
Speaker:as Rossimans, the human, I am a human. Cool. But when
Speaker:you give me AI tools, I can do things in a
Speaker:time span that would have not been humanly possible
Speaker:before. I am able to execute and implement
Speaker:tasks that I couldn't do before simply because I have this tool.
Speaker:So I think when I talk to brands and I talk to people about, like,
Speaker:how should they view AI, view it as an accelerant and as an
Speaker:augmentation, and realize you're still very important. You have to guide it, you
Speaker:have to direct it, and you need to understand the value of a good prompt
Speaker:to be able to make it all work. So I guess for
Speaker:anybody listening, and I'll throw a link to it in the description as well. Ross
Speaker:has a full course that's super reasonably priced and you can go get
Speaker:it. It's got a whole, a whole ton of prompts. I got it at the
Speaker:beginning of the year. And so if you're. Because I think for me, one of
Speaker:the biggest roadblocks for folks is like, what the heck do I
Speaker:ask? What am I asking for? What are those type of, like, you, you were
Speaker:talking about the SOp thing. I never would have thought about doing the Sop thing.
Speaker:So, ross, tell me, what are some of the main things I need to be
Speaker:thinking about as far as, like, general, I'm a content marketer, or I'm
Speaker:running a small business trying to do content marketing. What are those type of things
Speaker:I need to be thinking about prompting? Yeah, so the AI marketing console
Speaker:is the course that I launched, and it's because, again, I'm a geek and I
Speaker:love video games, and I think, like, this needs to be thought
Speaker:of like a system. The technology changes so quickly
Speaker:that we need to have system thinking across the board with all AI,
Speaker:whether we're talking about audio AI, video AI, or written
Speaker:text AI, and it's all covered within the AI marketing console. We have to have
Speaker:systems in place for how we will use these tools. So when we're thinking
Speaker:about prompts for written text, there are a few simple things that you need to
Speaker:remember and keep in mind. First, you always want to be very, very
Speaker:clear to the AI with what you want. A lot of people make
Speaker:the mistake of saying, chat GPT, can you write me a blog post? That's not
Speaker:enough. You need to be very specific. What is the goal of the blog post?
Speaker:What are you trying to get it to do? And then if you can give
Speaker:it an exemplar and an example of exactly how you want it
Speaker:to sound so it can kind of go into the back of its brain to
Speaker:say, all right, I have a framework that I'm going to apply to it. It
Speaker:makes it better. So what can you do in that case? You can say, hey,
Speaker:chat GPT, please. I always like to use my please and thank yous just in
Speaker:case the AI comes to life someday and doesn't try to get me.
Speaker:I like to do that. And then you're going to say something like, I want
Speaker:you to use the inbound marketing model to identify
Speaker:ten different types of blog posts that I should create, and then it's going to
Speaker:give them to you. So now chat GPT has understood that inbound marketing model
Speaker:and it's making recommendations based off of top of funnel, middle funnel and bottom of
Speaker:funnel. Great. That could be good. What would be ten times
Speaker:better is if you gave it context around the types of
Speaker:content that you wanted to give you back. And the way that you do that
Speaker:is you give it a Persona. So I would oftentimes tell chat
Speaker:DPT not just, hey, can you write this for me? I would say
Speaker:you are a digital marketer named Ross Simmons name
Speaker:Seth Godin or whoever that is, like your goat in the
Speaker:industry, and then ask them to create a recommendation like they would.
Speaker:Then they're again going to understand what's their style, what's their approach, and
Speaker:then they're going to craft it in that format. Now, at this point, you will
Speaker:probably have better results than the vast majority of the people who use
Speaker:chat GPT. And the system that you put in place after
Speaker:that is essentially, let's do some chain prompting to now take these
Speaker:titles and turn them into full fledged blog posts. So I want
Speaker:chatgpt to now write me briefs. And from those briefs, you ask
Speaker:Chatgbt to turn those briefs into full on blog posts. And then you
Speaker:communicate that back over to editors. They review, they edit, and they bring it to
Speaker:life. Now, this is where it starts to get really, really
Speaker:interesting, because now within chatgpt they have a section called
Speaker:Dolly, which allows you to have images. And you can ask
Speaker:Chatgpt to create the social media graphics that should
Speaker:go with that blog post. And it will read it, it will understand the
Speaker:context, and then it will give you an image that it thinks is relevant to
Speaker:that piece. You can then talk to it just like you would a designer with
Speaker:recos and insights around your brand so it meets your brand quality guidelines.
Speaker:All of that stuff to modify it and tweak it to hit your best
Speaker:practices. There's also a GPT plugin. I
Speaker:believe plugins are getting replaced in chat GPT. So it might be just called GPT
Speaker:in the future, called whimsical, where you're able to even say to chat
Speaker:GPT, I want you to create a flowchart. Let's say, for example, I wrote a
Speaker:blog post about the 20 things that you need to know about
Speaker:content distribution in 2024. And in that blog post, I had a
Speaker:section that talked about the workflow of distro. I could say, hey,
Speaker:chat DBT, I want you to create a workflow visual using
Speaker:a diagram and a chart that showcases how someone
Speaker:can go from an asset to 20 different assets. And
Speaker:chat DPT will actually design that for me. Now,
Speaker:let's just say that that graphic wasn't exactly what you wanted.
Speaker:You can now download that graphic, upload it back to Dolly and
Speaker:say, design this in a way that hits this type of state,
Speaker:this type of style, and it will do that for you. That whole
Speaker:process took me a long time to articulate with
Speaker:words, but as an actual executor, it probably took
Speaker:about an hour of time. Within that hour, you were able to
Speaker:create ten blog posts, titles, probably get five
Speaker:briefs, five final drafts, and imagery for all of that
Speaker:content. This is why I believe this technology
Speaker:is absolutely going to fundamentally change the way we do our work.
Speaker:Yeah, I love that. So it's funny,
Speaker:I haven't experimented too much with the image stuff yet, knowing that it's in chat
Speaker:GP. I'm going to have to do that now. But one of the things in
Speaker:Ross's course is he has a bunch of sort of image prompts.
Speaker:Like there's really like, in my mind anyway, there's like sort of
Speaker:the AI for content, traditional, like
Speaker:written type content, maybe even some video stuff, which is super wild, which I know
Speaker:you're experimenting with that next, and then you've got, and
Speaker:then you've got images, which is a whole other world, but some of the just
Speaker:the prompts alone for images are really, really cool and interesting to
Speaker:just go through and try different styles. You know, I was playing with one, it
Speaker:was like retro fujifilm something. Or I'm like, oh, this is sweet. I would,
Speaker:you know, I would have never, would have never thought to try that.
Speaker:So yeah, it's super cool. But the thing that I think is really
Speaker:interesting is for your company too. You can start to tailor
Speaker:those things with your own custom templates where if you get an
Speaker:outline for a bottom funnel blog, for instance, you can
Speaker:rinse and repeat that as the basis for the brief that AI creates
Speaker:for you. Exactly. Yeah. It just allows for so
Speaker:much more scale and efficiencies. And one of the other
Speaker:efficiencies that I found with AI is you can take a blog post that
Speaker:you've written and we talk about this awesome often. So I know you're going to
Speaker:love this, but you can take a blog post that you've written and you can
Speaker:ask chat GPT to write a script that would live on TikTok or that would
Speaker:live on YouTube with that same concept. And then you can do
Speaker:two things. One, you can go the old fashioned approach where you set up your
Speaker:camera and you read that script and you say it into a camera and now
Speaker:you have a video. Or you can take that script that you just got chat
Speaker:DPT to create and you're going to upload it to a tool called
Speaker:did or eleven labs or hey gen, which are AI
Speaker:tools that create essentially deepfakes of yourself. And you're going to
Speaker:have AI Ross or AI Justin go on
Speaker:and look just like you would standing in front of a camera, read
Speaker:that script, and then you're going to upload it to TikTok, you're going to upload
Speaker:it to Instagram, you're going to upload it to YouTube and you're going to
Speaker:essentially articulate that script without the words actually coming out of
Speaker:your real mouth and instead it coming out through a synthetic version
Speaker:of you and you throw some hashtags on it and you get some comments.
Speaker:Why do I know this works? I experimented with one of these. I took
Speaker:a script from a blog post that I wrote. I downloaded the entire
Speaker:script, I uploaded it to eleven labs, and I got our video editor
Speaker:to place video on top of it and I uploaded that to YouTube. It's called
Speaker:what is on site SEO. And I encourage folks to check out that video on
Speaker:my YouTube channel. It sounds just like me. And people sent it to
Speaker:me saying, ross, I love how deep you went into this video. It's
Speaker:not me. I never actually said those words, but it is me. But it's not
Speaker:me. And that is the wild part of this entire space is like,
Speaker:you don't know who is and isn't really an
Speaker:AI. It's going to be wild. It is going to be wild. It's going to
Speaker:be absolutely. I've even started playing with some of that stuff with, like, inside of
Speaker:descript and inside, like, there's all, I mean, there's all sorts of stuff. And for
Speaker:me, I was like, it's not perfect, but for
Speaker:30 seconds of audio that I had to give
Speaker:you, it's freakily shocking. It's more, honestly, it's
Speaker:like pacing more than the, than the audio. Like, the audio
Speaker:sounds great. It's just you're not quite on how I would pace, so.
Speaker:But it'll get there. It's oh, 100%. It's all wild because, like, I
Speaker:was, I was working with a brand and I had to send them a 30
Speaker:minutes video. And in the video, I think I said, here are four ways
Speaker:instead of saying five ways. And in descript I could actually
Speaker:edit my words. So instead of saying four, I could
Speaker:change it to five. And then it replicated my voice and changed it to five
Speaker:and I sent it back to them and they were like, we don't know how
Speaker:you did that, but thank you. And I was like, exactly
Speaker:wild. It is a wild time to be alive. But that saved me
Speaker:literally a lot of money because I would have been, I would have
Speaker:had to go, I recorded it in a nice studio, I booked a studio
Speaker:and I said the wrong thing. I would had to go back to the studio.
Speaker:I would add, to set up camera, I would have had to record, I would
Speaker:add, find out what shirt I was wearing, make sure that I looked the same,
Speaker:everything was looking good. But instead I just changed the words and
Speaker:AI picked up my voice, threw it in, made my mouth look like it matched
Speaker:and what a time to be alive. Amazing.
Speaker:Amazing. For the traditional sort of marketer thinking about doing
Speaker:this, one of the things I think, and you brought it up with the video
Speaker:script is the ability to take the one thing you've
Speaker:made and maybe not straight, repurpose it like
Speaker:you maybe traditionally would think of repurposing, but repurpose that
Speaker:into multiple other things. Right. Like I was able to, like I
Speaker:mentioned earlier, like, take an email outline
Speaker:that came from like, basically an outline of how I'm going to onboard and then
Speaker:I could come up with a full on email sequence and then from there, I
Speaker:could say, take everything you know about this email sequence and write it out in
Speaker:a perfect how to step by step video. Yeah. And so it's
Speaker:like, those are the types. And instantly, you know, and again, is it perfect?
Speaker:No. Does it maybe need a little bit of massaging? Yes, but I can do
Speaker:that in minutes instead of hours. 100%. I think it's,
Speaker:we're going to live in a time very soon where
Speaker:the responsibilities of an individual marketer goes up and a lot of
Speaker:people are afraid of that. But because of our capabilities now, thanks
Speaker:to AI, you should be able to get more done. You should be able to
Speaker:execute more frequently tasks and do more. And I think that's
Speaker:going to wreak a lot of havoc on a lot of folks because the
Speaker:expectations for marketers is going to rise due
Speaker:to the fact that we should have AI in our back pocket. And that's
Speaker:why I launched the AI marketing console is because I am
Speaker:ridiculously confident that this technology
Speaker:is going to wreak havoc on the careers of people who do not embrace
Speaker:it. And I think it's important for
Speaker:repurposing for paid media, for creation
Speaker:all of the things AI should be a part of your mix and that part
Speaker:of your tools that you're using today. I mean, I can say, just speaking from
Speaker:me, running my own business, I got on a call a couple weeks
Speaker:ago with somebody and it's like, dude, you're just a machine. Like, you're
Speaker:stuck. I've just, well, how are you? You're in my feed and then you're in
Speaker:my inbox, and then you're like, why are you doing it all? And it's like,
Speaker:really? It's me, but it's me using AI as my,
Speaker:my assistant. Like that. When I first heard somebody say that,
Speaker:and you're, you're speaking the same language there. Like, that completely
Speaker:opened up my brain to, like, not be afraid of it and be like, oh,
Speaker:no, no, no, you're my intern now. You're, you're my marketing
Speaker:manager now. You're, you know, 100%. I am with you
Speaker:100%. I don't even just view AI as my assistant. I view it as my
Speaker:mentor. I use it as my partner in crime,
Speaker:my colleague. It's not just someone that I'm giving tasks
Speaker:to, it's someone who I will use as like a,
Speaker:someone to just, like, bounce ideas off of. So I'll ask Chatjpt,
Speaker:like, I don't know if you're familiar with. I think it's called the trillion dollar
Speaker:coach Bill Campbell. He coached like all of the top execs at
Speaker:Google and brands like that. I will tell Chat TPT to
Speaker:think like him and personify him and be him. And
Speaker:then I'll say, this is what I'm trying to work through. What advice do you
Speaker:have for me? And then it is good advice,
Speaker:or I'm trying to make a decision on whether or not I should take on
Speaker:a project and I need to bounce the idea off of chat GPT
Speaker:on like the pros and cons and tell it to go and do some total,
Speaker:addressable market research. So hey, chat GPT, I have these two ideas.
Speaker:Please do a deep dive on what you believe might be the opportunity
Speaker:worth chasing. Thinking about the total number of,
Speaker:amount of impact, how much time it's going to take, the investment
Speaker:that I will have to make, both from a time and cost perspective. And the
Speaker:responses are always enlightening and eye opening.
Speaker:So for me, I don't think you should view it just
Speaker:as the intern. Also, don't be afraid to ask it for advice and get
Speaker:guidance on things. And of course, sometimes the advice will be bad and it will
Speaker:be wrong, but that's okay because at least it will start to open
Speaker:little doors of sequences where you can poke in and navigate and say,
Speaker:I never would have went down this path. Nope, not for me. Shut it. And
Speaker:then on to the next one. So I use it as not just an assistant,
Speaker:but also as a mentor. And I think that there is a ton of value
Speaker:in using it for that and for brainstorming and things like that too. That's
Speaker:amazing. Brainstorming is huge. The mentor thing, I've, I've maybe done it
Speaker:not maybe as strongly as you have there. That's really cool to think about.
Speaker:Like, I've used it as like an, like a really strong editor
Speaker:at times where, you know, for, hey, you are X, Y and Z, like
Speaker:edit this thing. What, what's missing? What would make this stronger? What, you know, and
Speaker:that way it's not like. And then from there you can take that and either
Speaker:you can implement those changes yourself, you can do more prompting if you want
Speaker:the AI ad to do that, but it's a good way to use it
Speaker:for. Yeah, getting advice. Getting. I've
Speaker:uploaded like literal sales calls to chat GPT and been
Speaker:like, look, I just had this sales call with a company would love to get
Speaker:your feedback on what I could have done better. Oh, that's so good. And then
Speaker:it will tell me, like, I've had times where it says the best amount of
Speaker:time to actually talk on a call is, on average, about three minutes for the
Speaker:person who's pitching. You went long. And I'll be like, cool, I need to slow
Speaker:down on that. Or it'll say, like, they brought up this major concern, but you
Speaker:didn't really address it. And then I'm like, right, I should have listened a little
Speaker:bit closer to that. You can get some ridiculous value out of
Speaker:that. Just, again, playing the mentor role. Hmm. That's
Speaker:amazing. I've done sales calls, but not from that perspective. That's super
Speaker:cool. Yeah. I mean, even with the sales call thing, too, it's
Speaker:like, just as a reminder, okay, what are the.
Speaker:If I've done this, like, even if the sales call didn't work
Speaker:out, right, it's going back and saying what were the
Speaker:biggest problems that they were having? And then it's like, oh,
Speaker:cool, now I can create some. Give me. You know, and that now you're starting
Speaker:that chain over again, and then you can frame it up to say, like, off
Speaker:that sales call if you're talking to Jane. Jane is the
Speaker:avatar for all the content in this thread. And so everything that
Speaker:I'm going to be creating is for Jane. Exactly. Even though we didn't make
Speaker:the sale. Right, exactly. And what you can say is like, hey,
Speaker:chat GPT, recognizing we didn't close that sale, but I want to nurture that
Speaker:relationship with Jane three months from now, what are some pieces of content that I
Speaker:could create that I can send to her that will demonstrate why we would have
Speaker:been the right partner for? Then you get that answer, then you go and create
Speaker:it. Or you ask chat GPT to create it, and then you can nurture that
Speaker:relationship down the road with those same exact assets. It's
Speaker:interesting, I saw a quote from Sam Altman a few weeks ago,
Speaker:and it was like he believes that
Speaker:95% of the roles and the work that marketing
Speaker:agencies do is going to be completely replaced by AI.
Speaker:And that, to me, was like, okay, hmm,
Speaker:this is the goat of AI right now, talking about
Speaker:how 95% of the tasks that marketers do could be
Speaker:wiped out. And in some cases, I
Speaker:think he's right. A lot of the repeatable tasks that marketers do
Speaker:on a regular basis will be replaced by AI, because we're still in
Speaker:early days of this technology. But the
Speaker:creativity, the connection to culture, the human touch, the things that
Speaker:make you unique, and the things that allow you to get closer to your customers
Speaker:on a human personal level will never be replicable by
Speaker:AI. And because of that, I think there will always be
Speaker:room for great marketers, great storytellers, great creators and great
Speaker:creatives. But if you are mediocre and you are average,
Speaker:now is the time to invest
Speaker:ridiculously in elevating your skill sets. Because the
Speaker:talent that is going to be required to win in this new
Speaker:age is going to be beyond mediocre. And
Speaker:that would be my big message to anyone who wants to get into
Speaker:marketing, who wants to continue to have a long career in
Speaker:marketing. Things are going to change. And I encourage you to really
Speaker:double down on some of those even soft skills that a lot of
Speaker:people have put to the wayside for the last little bit
Speaker:around management. Empathy, communication,
Speaker:internal relationships, sales, all of those things are going
Speaker:to matter more than ever before. Yeah. The days of
Speaker:scooting by at a place because you're a cog in the
Speaker:machine and they need XYZ thing
Speaker:every week. And so I'm irreplaceable because they need that.
Speaker:That's, that's going to be long gone because what it's going to be,
Speaker:and you know, think about it, too, from somebody who's managed teams
Speaker:or if you're not great at what you're
Speaker:doing or bringing something else to the table.
Speaker:Right. That's a lot of my time,
Speaker:you know, this running teams, is it. Your time is always spent on the person
Speaker:that's not doing the good work versus this. And now there's a very
Speaker:easy alternative that even if you try out, well, we're going
Speaker:to try out AI and see if we can replace these systems in these. Even
Speaker:if you can't nail it 1000% right, you're probably going to get
Speaker:pretty close. And I think that's where teams and companies are
Speaker:going out. Especially we had the continued and tech mass
Speaker:layoffs. I think it's going to be curious. Eventually money
Speaker:will come back. Everything's cyclical, but what our teams going
Speaker:to look like when the money comes back. Right. And I think that's the biggest
Speaker:thing that a lot of people don't realize is there's two forces going on
Speaker:right now that are not necessarily in the favor
Speaker:of people who are mediocre. One, globalization
Speaker:is happening. Brands can now employ and hire people
Speaker:from all over the globe. We have all gone through the work from home
Speaker:experience. Thus people are more and more comfortable with outsourcing
Speaker:and partnering with people on a global scale. Due to that, the
Speaker:competition for jobs is at an all time high.
Speaker:In addition to that, we throw in the mix. AI. Great.
Speaker:Now, not only are we competing on a global
Speaker:scale, but we're also competing with the smartest technology
Speaker:since Siri. Right? Like, okay, how do
Speaker:you compete with that? You need creativity. You need to
Speaker:be good at communicating internally, you need to be good at
Speaker:being able to pick up on new trends, understand culture, understand
Speaker:storytelling, understand community. The whole idea of a t
Speaker:shaped marketer just got a lot more interesting, where not only do
Speaker:you need to be deep in one thing, but you also need to know
Speaker:a lot of the soft skills to be the balancing act to all of
Speaker:those skills that you've gained. It's a wild time, and I
Speaker:really do believe that more than ever before, people need to invest in
Speaker:themselves and try to find companies. If you are early on in
Speaker:your career, find companies to work for that are going to invest in your
Speaker:education and invest in your development and skills by not only giving
Speaker:you room to learn, but also giving you projects that allow you to
Speaker:learn. Yeah, it's. And to me, the other aspect of it, which
Speaker:is, honestly, I'm super bullish on, it's why I'm doing a lot
Speaker:of things I'm doing is learning together. Right?
Speaker:Yeah. Being in community with people who are trying to do the same thing.
Speaker:So then you don't have to sit in a silo and try
Speaker:to figure out if this tactic is the right thing or if
Speaker:this is what I should be leaning on. What, what are other companies vps
Speaker:telling them that they're focused on? The more you can get those answers
Speaker:and have those questions sort of figured out and really
Speaker:understand, I think, from the macro perspective, why are
Speaker:we doing what we're doing here? You know, when I was running a team, that
Speaker:was the biggest thing. It was like, do you know why we're doing what we're
Speaker:doing here? I don't need to know, like, you know, the how, like, you know,
Speaker:your individual tactic. I think the hows are what's going to be
Speaker:outsourced. Right. But it's like you as a human, you still have to know
Speaker:the why. Why am I telling the story I'm telling? Why am I
Speaker:telling this story and not that one? Why am I talking to this audience and
Speaker:not that one? And then that's what's going to inform all of these
Speaker:other things, 100%. Like communities built my career, my entire
Speaker:career was built on the back of communities. So hearing that you're launching one getting
Speaker:got me really excited because I think we need more communities, especially
Speaker:focusing on things like distribution, but like, communities gave
Speaker:me not only the access to the right people to build relationships, to
Speaker:unlock, again, new opportunities. But also the idea
Speaker:of publishing my thoughts in front of a community and allowing that
Speaker:community to be essentially my crowdsourced space
Speaker:to give me feedback and thumbs up or thumbs down or
Speaker:debate and argue and fine tune my thinking. There's a lot of
Speaker:value in communities, and especially early in your career,
Speaker:if you are not already where you want to be, find a
Speaker:community where you can really make it your own and add as much
Speaker:value as possible. Because when you add value to these communities, you get value
Speaker:back. And that value that you get back will literally last
Speaker:the rest of your career. So I don't know where I'm going with that,
Speaker:but long response to probably not even a question.
Speaker:Communities are good, are great. Definitely encourage people to join communities.
Speaker:It's a great place to be. Yeah, it's that shared experience. It's that.
Speaker:Again, I think, like, you can learn so much by yourself, and I'm a
Speaker:huge, I'm a huge advocate. Like, I've, I've said this.
Speaker:Anytime anybody asked me about, like, career growth or what do you, it's like,
Speaker:work harder on yourself than you do at your job and you will, you will
Speaker:succeed. Like, I truly believe that if you are improving
Speaker:your skills, your mindset, how you're thinking about things, how you're
Speaker:trying to, if you're focusing on growing like most people are
Speaker:not, you know, that's the other thing too, right? Like, most people are not focused
Speaker:on growth at all. They're just like, focused on surviving. So if you, if
Speaker:you turn that dial just a little bit and want to focus on
Speaker:growing yourself, you'd be complete game changer. Yeah, I 100% agree.
Speaker:I can remember my first job. I came in relatively fresh
Speaker:out of school, and my mission was to kind of
Speaker:be able to compete with the peers who I knew were making six
Speaker:figures. And I was coming in very junior and I wasn't making that. And I
Speaker:was like, all right, I need to be able to do everything they did. So
Speaker:I blocked off time in my calendar, even after hours, where I would go
Speaker:in and read all of their work. I would go on websites like Slideshare. Back
Speaker:in the day, it was a great place for reading briefs and studying
Speaker:documents. And I would study how to write a creative brief, how
Speaker:to manage a project. What does it mean to be a project manager? I
Speaker:wanted to understand the entire system in the entire.
Speaker:And I viewed myself as a, essentially a computer, and I need to download as
Speaker:much info as possible. And I grinded and I put in that work. So
Speaker:eventually I could get on stage. I can have these conversations with
Speaker:my colleagues and my peers at the time and be able to say, like, look,
Speaker:don't look at me as just some young 22 year old who doesn't know
Speaker:anything. I need you to understand that I have put in the time to
Speaker:understand these channels, this network, social media, this is now
Speaker:my thing and I'm going to own it. So my advice to folks who are
Speaker:early in their career would be to be known internally as
Speaker:the person who understands things like AI better than anyone else.
Speaker:If you can be positioned internally as the person who is
Speaker:obsessed, that knows how to use all of the tools, who
Speaker:understands what perplexity is, who understands what chattypt is, who
Speaker:understands mid journey and can support the team in those efforts, I
Speaker:can say with confidence, if you still do your job and you deliver
Speaker:value and you are seen as the expert in that world,
Speaker:you will not be on the list when layoffs come, you will not be on
Speaker:the list, not even close, because the leadership team is going to view you
Speaker:as somebody who has a key role in the future at being able
Speaker:to grow that. And with that, it's a soft skill
Speaker:that is showing your willingness to adapt,
Speaker:learn, be agile, not be stuck in your
Speaker:ways, not be boots in the sand. I'm not moving. This is how
Speaker:I've always done things, you know, which all of those things add up to say,
Speaker:like, all right, the world is changing, Ross is with. Us,
Speaker:you know, yeah, 100%. Like, be great, try to be
Speaker:great at your job and don't get caught up in the
Speaker:noise and the chaos of, oh, you just do the bare minimum and get
Speaker:by. No, like you're talking about your livelihood, folks. Like, life is
Speaker:hopefully long for you. And in life you're going to do a lot of
Speaker:things. If some of it is self employment, amazing, go do that. Be a
Speaker:run your own show. I'm a huge fan of side hustles, of
Speaker:entrepreneurship, all of those things. I'm a big believer in it. But I also recognize
Speaker:that some people want to have a full time career and that's their goal and
Speaker:their ambitions, great, do that too. But recognize that
Speaker:if you want to thrive in your career, you are very likely
Speaker:going to need to differentiate, especially with the rise of
Speaker:AI and the technologies that are coming down the pipe across our industry.
Speaker:Yeah, it's becoming more and more. As somebody who worked in
Speaker:house for over a decade and then is now building his own thing, I
Speaker:can speak from first hand experience that I
Speaker:had to learn my craft. But then I had to learn about
Speaker:marketing in general. It wasn't just websites, it wasn't just copy. I had to learn
Speaker:about how does the ads that they're running tie in with the thing I'm
Speaker:doing here? How does this work with that? Right, like you're expanding and learning. And
Speaker:then it was, how does, oh, how does this tie into the business? How does
Speaker:this tie in what sales is trying to like and now run my own business?
Speaker:I'm just doing everything. So it's like, you know, crash,
Speaker:crash, crash course and everything. So.
Speaker:All that stuff. How can I expense this coffee? That's the question.
Speaker:Real quick, before we wrap, I'm curious because this is actually something that one of
Speaker:my clients brought up with me, and I wasn't sure I had a great answer.
Speaker:So I was curious to ask you, how do we think about
Speaker:plagiarism in a world of AI? Knowing
Speaker:we can do a lot of things, how can, and with
Speaker:the core updates that Google's doing and all that type of stuff, how can we
Speaker:as marketers feel confident that, like, I'm tapping into every bit of
Speaker:potential that AI is giving me, but I'm not crossing some sort of
Speaker:mysterious line? Yeah, it's a great question. So
Speaker:there's two trains of thought that I apply to plagiarism with
Speaker:AI. The first one is, you always want to do plagiarism checks
Speaker:at the end of producing an asset. So there are a ton of plagiarism
Speaker:checkers that will actually analyze what you've created across the Internet
Speaker:and determine whether or not things were plagiarized and whether or not they need to
Speaker:be rewritten, redeveloped, and rewrote. That's the first piece.
Speaker:Always embrace plagiarism checkers to make sure that you are not taking someone
Speaker:else's ip and turning it into something. Now, the little Internet voices
Speaker:might be saying, yeah, but Ross, it was trained on other people's content, so it's
Speaker:plagiarism. Anyway, I hear you. This is my thought on that. The
Speaker:same way that I learned content marketing by reading
Speaker:blog posts from some of the great content marketers, AI
Speaker:has learned content marketing by reading content from some of
Speaker:the greatest marketers. If I want to learn how to be
Speaker:great at sewing, I'm going to read a ton of books
Speaker:on sewing, and that's going to form my thoughts and my perspective
Speaker:on sewing. If I decide that I am great at sewing and then I write
Speaker:a book on sewing, I'm very likely not going to go out
Speaker:into the wilderness. And think back to ten years ago when I was
Speaker:informed by a famous sewer who wrote a blog post or an article on
Speaker:that and then use that as a quote and source them as the ip of
Speaker:that original idea. It's not going to happen, right? All of the
Speaker:greats learn from other greats. You don't see LeBron James
Speaker:saying, oh, that shot was created by Michael Jordan. You don't see Michael Jordan talking
Speaker:about how every shot that he did was inspired by Doctor J and Doctor
Speaker:J doing the same thing for Will Chamberlain and then will Chamberlain with Bill Russell,
Speaker:blah, blah, blah. It doesn't work that way. And the same thing exists with AI.
Speaker:AI has learned from humans the same way that we as humans
Speaker:would have learned from other humans. The only reason why me and you can even
Speaker:have this conversation is because over the course of our life, people
Speaker:have taught us English and we can speak English. But every time I talk
Speaker:to you, I might be plagiarizing things that my dad would have said. My dad
Speaker:always said, long story, a little bit longer. That is like my go
Speaker:to line, but I'm not saying source. My
Speaker:father, Hank Simmons, I'm not doing that right. So I think a lot of people
Speaker:get caught up in this idea, not realizing that all ideas that we
Speaker:have as humans are taken from humans in the past, that we've
Speaker:interacted with and that we've connected with. Unless you're in a research lab and you're
Speaker:coming up with new things in math, but that's a whole different ballgame. So for
Speaker:me, long story, little bit longer, I think the
Speaker:plagiarism side, run your checks. But also, when it comes
Speaker:down to it, folks realize that the ideas that AI has
Speaker:captured and is grabbing are very similar to the same ones that you
Speaker:would, except instead of it being flesh and chemicals
Speaker:inside of our brain, it's pixels and data inside of a computer.
Speaker:Yeah, it's like the. I gave him credit because earlier Daniel
Speaker:Priestley talking about AI. But at some point, I will not. At some point, I'm
Speaker:just gonna, you know what I mean? Like, it's gonna be so baked into the
Speaker:conversations that I'm having. I'm just like, yeah, AI's like cake. And it's like that,
Speaker:you know, like, I think about all the books, all the books that I read,
Speaker:and it's like, oh, that's a really interesting idea. That's a, that's a way to,
Speaker:to build a business, or that's a way to frame this up. I mean, I
Speaker:was watching a YouTube video the other day, and, you know, some guy's pitching his
Speaker:framework, and I'm like, boy, that's a lot like so and so's framework that.
Speaker:That I saw over here. Right? So it's like, I think the more
Speaker:comfortable and confident you can be, unless it's like a named
Speaker:process thing that you, you know. You know, I was talking with
Speaker:somebody earlier, everyone. The flywheel. Like, the flywheel's been around. Like,
Speaker:Disney had the flywheel, then so and so had the flywheel HubSpot. At this flywheel,
Speaker:everyone's flywheel, flywheel, flywheel. It's not a new concept. Yep. Right. But coming
Speaker:back more, you know, I see it all the time now. It's like, you got
Speaker:to build, you know, build this flywheel, do these things. So, yeah, it's. It's
Speaker:the classic nothing is new under the sun.
Speaker:Quoted by someone else. Someone else said that? Absolutely, man.
Speaker:So before we wrap, I do want to touch on the book, because we
Speaker:didn't talk too much about it, but I'm super pumped for it. Why don't you
Speaker:talk to a little bit about the book? I don't know when you're officially releasing
Speaker:or doing anything, but let me know about this, man. I appreciate it. So, April
Speaker:9, the book is officially going to hit the stores, the shelves, etcetera, etcetera. It's
Speaker:called create once, distribute forever, which is the mantra and idea that I've
Speaker:kind of fine tuned and spent a lot of time and energy thinking about over
Speaker:the last few years, especially when I think back to, like, my early days in
Speaker:marketing, where I was creating a lot of content, but I actually wasn't getting any
Speaker:results. And then I realized that the reason why I wasn't getting any results is
Speaker:because, yes, the content was good, but my audience was small, and I needed to
Speaker:get that content into a larger audience to increase my
Speaker:sample size, to ultimately drive more results. And in this book,
Speaker:I wouldn't say it's exclusively around content distribution, but it's
Speaker:also around creative distribution, business
Speaker:distribution, startup distribution, organizational distribution.
Speaker:Whether you're running a store on Etsy, you're running a blog, you're running a
Speaker:YouTube channel, whatever it might be, distribution is very likely
Speaker:the one thing that's holding a lot of people back from their dreams. And my
Speaker:goal with this book is to unblock so
Speaker:many great creators, so many great minds, so many great companies from
Speaker:being in their own way as it relates to distribution and giving them not
Speaker:only the playbooks, but also the confidence and the systems that they can use. To
Speaker:understand how important it is to distribute their stories and amplify
Speaker:their message to maximize their likelihood of actually becoming
Speaker:successful. Love it, man. That's how I got into the distribution game myself,
Speaker:is just the understanding of, like, the things you
Speaker:create. That's step one.
Speaker:Exactly, exactly. That's 100% it. Like, we oftentimes
Speaker:fall into the mistake of thinking just because we created
Speaker:something, we can pop the bubbly and celebrate when in reality, that's when the
Speaker:job starts. The job starts after you have created this thing and you need to
Speaker:get the word out about the thing that you've developed. And for a lot of
Speaker:people, the reason why they don't amplify is because of fear. And
Speaker:on the other side of that fear is the outcomes that most of us actually
Speaker:want one. Yeah. And it's interesting, too, the more, I mean, I'm sure you know
Speaker:this from working with all the companies you work with. The volume
Speaker:play of just, we're going to create as much content as humanly
Speaker:possible with no utter strategy. We're just going to, you know, spray and pray and
Speaker:make this thing work that is long gone.
Speaker:And, I mean, it's really eye opening. Some of the companies I've been
Speaker:working with recently, like, for core products, we're
Speaker:talking about a couple pages driving the vast majority of the
Speaker:content around there. And so it's like, okay, let's do a better
Speaker:job of amplifying those bad boys if they're the ones that are driving
Speaker:it. Exactly. If you're seeing the results off of a few
Speaker:assets, then pour the gasoline on the fire. Right? Like, don't just
Speaker:say onto the next one, let's create something new. Let's see
Speaker:and look at what's working and try to milk that for all it's
Speaker:worth. And the best brands do this every single day.
Speaker:And when you can crack that code as an organization, it just
Speaker:unlocks ridiculous potential and opportunity. And like you said, too, I think the
Speaker:underrated thing, when I talk about it as well, that usually
Speaker:when I say it, it kind of lights up for people, is around. You're
Speaker:amplifying your business, you're amplifying your message, you're amplifying your story.
Speaker:Like, you're not just distributing a piece of content. Hopefully. Hopefully you're
Speaker:distributing your point of view. You're distributing all of those things that
Speaker:you wish people would understand. You're not forcing them
Speaker:to take all this time out of their day to understand that, oh,
Speaker:you've got this blog post, like, no, you're just presenting it
Speaker:to them in unique ways and native ways wherever they're at. So where
Speaker:eventually, over time, oh, Ross talks about x, y,
Speaker:and Z. Oh, Justin talks about x, y, and z. Cool, I'm in.
Speaker:That's it, 100%. And everyone's like, oh, but I don't want to say the same
Speaker:thing over and over again. And it's like, folks, how long has nike
Speaker:said, just do it? A very, very
Speaker:long time, and you're afraid to share blog posts twice in one
Speaker:week. Really think about that. Like, it makes no sense. It makes
Speaker:absolutely no sense. So I encourage people to get out of your own way
Speaker:and just try it. And that's when the light bulbs start to come off, when
Speaker:they share something in week one, and then they share the same thing in week
Speaker:two, and they see that the amount of impact was the exact same.
Speaker:Ah, cool. Nobody's commenting saying, why'd you share this
Speaker:again? Everybody's just doing what we wanted them to do
Speaker:twice. Ching, ching. And what it does is it, when it,
Speaker:when I started implementing this system, what it does is it completely
Speaker:unlocks the amount of content that you realize you even need to be, need to
Speaker:be making to be successful. You can create a big old engine
Speaker:and be successful and do that, but you can also
Speaker:be super lean, be super strategic, amplify
Speaker:distribution. And I said it in an episode a couple
Speaker:weeks ago, but I don't have to do a podcast every week to get a
Speaker:content engine that goes for the year. You know what I mean? Like, I don't
Speaker:have to. It's fun. I love having the conversations, but it's sometimes even for me,
Speaker:I'm like, boy, I'm creating so much good stuff. I'm
Speaker:struggling to keep up with the amount of, you know, stuff that I can create.
Speaker:I try my best to build those systems in place, but it's just once
Speaker:you learn the process of repurposing and distributing that content, it just opens
Speaker:up. Yeah, yeah, exactly. And that's what I hope people can
Speaker:get out of the book. It's exactly that. It's breaking down how you can get
Speaker:more out of the things that you create that are already valuable, that already educate,
Speaker:engage, entertain, or empower people, and then give you the ability to say,
Speaker:okay, how can we get the most out of this thing and get this story
Speaker:out here? And my hope is that the book will deliver the playbook and much
Speaker:more for people. Love it. I'm pumped to read it. I'm super excited. And
Speaker:Ross, man, thanks for coming on the show again. It was a blessed talking to
Speaker:you. Thanks for having me. This was fun. I always appreciate again, like I said
Speaker:last time, I appreciate what you do for the industry overall and thank you for
Speaker:beating the horn around distribution. The world needs it. The industry needs it
Speaker:as well. Thank you so much for having me. Awesome chat soon man. Cheers.
Speaker:Alright, I hope you enjoyed this episode of distribution first
Speaker:and thank you for listening all the way through. I appreciate you so,
Speaker:so much and I hope you're able to apply what you learned in this
Speaker:episode way or another into your content strategy as
Speaker:well. Speaking of strategy, we have a lot of things going on this year that
Speaker:are going to help you build your brand, ten x your content and
Speaker:transform the way you do content marketing. Make sure to subscribe
Speaker:to the show and sign up for my newsletter at Justinsimon Co.
Speaker:So you don't miss a thing. I look forward to serving you in the next
Speaker:episode as well. And until then, take care and I'll see you next
Speaker:time.
